How to promote an event on social media?
When organizing an event, it is very important to keep a lot of people informed.
The usual methods are still strong to communicate such as the creation of a specialized landing page on your website, or the sending of mailing before and after the event.
But today it’s not enough to stay close to your audience and make them want to follow your event closely. This is where social networks come into play!
It is inconceivable today to not use social networks to promote your event.
But still it is necessary to use them for this to work and interests your audience.
The relationship with your audience must be a key point in your content marketing strategy.
Organizing a well-managed social media event will be an opportunity to attract more prospects and customers, while establishing a beneficial proximity relationship for your company.
In this article we will offer you tips to set up a real media strategy to organize and manage your events at best on social networks, before, at the time of the event, and after it.
Before the Event :
# 1 Create a Landing Page on your Website
# 2 Realize a mailing sequence
# 3 Create an Event Page on Facebook
# 4 Communicating on social networks
# 5: Public Relations at the heart of your event
Event day :
# 6: Have a social media room or a team that manages the social media
# 7 Live Videos
# 8 Make Live Tweet
After the Event
# 9: Post a summary video of your event and a report
# 10 Measure the results
Before the event
# 1: Create a Landing Page on your Website
First and foremost, a Page or Site presenting your event must be present on the Web, outside of social networks.
Indeed, social networks are a very good means of communication that can relay information.
But the information can quickly be drowned in the mass of present information.
It is therefore preferable to create a Landing Page on the occasion of the event or directly a dedicated website.
A Landing Page is a page created specifically to support a marketing campaign (an event, a special offer, …).
This Page will allow you to gather all the information that guests need (date, location, detailed presentation, program of the day, …), and even to invite your guests to register directly via an online form.
This is a fairly simple and rather relevant solution if you are the main organizer of the event.
If you are a multi-event organizer or a recurring event, it is easier to directly integrate an “Events” tab into your website, or to create a website directly dedicated to your particular event.
This is a more suitable option when it comes to a big event, so your guests do not get lost in the pages of your website before you get the right one.
At least here all the information is in the same place and there are no other topics that could distract the attention (like products for sale, a blog, etc.).
So that as many people as possible can access the right information, whether it’s creating a Landing Page or a Website, consider that your Site is responsive.
Indeed, it is important that your guests have access to information from a smartphone or tablet.
For an internal event, you can also create a dedicated page directly within the Company’s Intranet.
# 2: Make a mailing sequence
The emails sent to your customers and your prospects are a very good way of information but also of traffic generation.
Indeed, if people are interested in the event that you present them in your emails, they will click on the link that will lead them to complete information about the event and therefore to your website and / or your social networks.
To maximize the efficiency of your email sequence, do not send emails to your entire database.
There is no point in unnecessarily spamming people who are not interested in the event you are organizing at all.
It is therefore necessary to make a breakdown of your contact database in order to target in priority those people who might be interested.
Your emails must be relevant and effective.
To do this, the object must be simple and attractive and must contain a maximum of 40 to 50 characters.
The body of the mail should be rather sober and contain visuals that will hold the attention of your recipients.
All necessary information for the event must be indicated.
Finally, CTA (Call-To-Action) must be effective and push people to click on it.
Avoid putting several steps between the “Click” of the recipient and the arrival on the page that interests them, at the risk of losing prospects before their registration.
Do not forget to add the logo of your company, if it is not automatically integrated in your graphic chart on your mails.
No need to send 40 emails about your event!
A few are enough to not smother the mailboxes of your recipients.
Remember to send an e-mail the day before the event as a “Reminder” for your prospects who have not noted the date..
# 3: Create an Event Page on Facebook
Among the many social networks at your disposal, Facebook is of course part of the inevitable.
And especially for the organization of an event, since Facebook offers the possibility of creating a free and specific page, so why not take advantage of it?
These Facebook events make it easy to invite friends and fans, so it’s easy to share this event.
How to create a Facebook event?
Click on “Create an event” in the Timeline of your Page
Then fill in the basic information, ie add a cover photo, then enter the name of the event, the place, the date, the times, and add the details and options that you find useful .
Then click on “Publish” to put your event online.
Some tips to improve your Facebook event:
Create your event with your Company Page and add your personal profile as a host.
This action will give you a double presence, and you will be able to invite fans of your Page but also your friends from your personal profile.
Moreover, in this way you will be able to contact the guests directly via personal messages from your personal profile.
Remember to add other people with whom you organize this event as a host.
In this way, your event will gain visibility and reach a wider audience.
In order to give your guests the opportunity to interact with you and keep in touch, do not check the “only administrators can publish” box.
Finally, to improve the SEO of your event, remember to fill out as much information as possible and take advantage of all the tools at your disposal.
For example, to specify the location of your event, you can use the location recognition tool built into Facebook.
You just have to enter the address of your place in the address bar, and choose the corresponding address.
If your location does not appear among Facebook’s suggestions, create it.
This is an important point since the geolocation of Facebook will offer your event to people near this place.
If you want to reach an even stronger audience, you can boost your event by sponsoring it, for a fee.
This will allow you to increase the visibility of your Event with your fans and will target others based on a certain profile.
# 4 Communicating on social networks
Of course, do not wait a few days before your event to communicate on it.
It is important to start a few months ago to be sure that the information has been passed on to all concerned, and has had the time to spread to a wider audience, potentially convertible into prospects.
Of course, communication is important, but it is important to know how to communicate well.
Indeed, this is not about publishing redundant content, which after a while will rather push your audience than interest.
You have to know how to be attractive and interesting, and especially to know how to diversify your content.
Do not hesitate to carry out an in-depth watch on the topics covered during your event, or on its global theme.
Guests who have responded favorably to your invitation automatically show interest in the subject of your event.
We must continue in this logic and offer them content around a specific subject.
Or more if your event tackles different themes.
Also remember to plan a Twitter Hashtag for D-Day and share it with everyone.
It will allow people to identify you directly and improve Live Tweet on D-Day.
Beyond varying the content, it is also necessary to vary the shape.
To do this, you have a panoply of social networks that reaches out to you with various ways of publishing.
Of course do not attack all social networks, but choose 3 or 4 for your event, after studying your target and habits on social networks.
If it is a professional event, you can create an event and a discussion group on LinkedIn and Viadeo for example.
For a younger audience, choose a Facebook Page.
Then share via simple publications, visuals, GIFS, videos, quotes, key figures, …
Above all, do not post every day!
Your audience will eventually flee your event if that’s the case, and that’s not your goal!
It is as if a person spoke to you every day about the same subject for several months, you would not want to talk with her or see her anymore. Well, it’s the same!
Your community wants to feel privileged and taken into consideration.
What better way than to share news about the organization of your event (the participation of an influential person in your company, a cocktail party at the end of the day, …), or to have them interact by making them guess what personality will be among you.
You can also offer a mini-contest only on social networks to earn them goodies for example as keychains, pens, etc.
You are spoiled for choice to increase the volume of your publications at the same time as the volume of your members.
# 5: Public Relations at the heart of your event
As a company, you can create different types of events.
There are professional events dedicated to employees (internal) which aim to promote team cohesion (corporate seminar) or to thank all the employees present in the company (corporate evening) ), and others dedicated to your customers and prospects (external) to make you known to a different audience.
If it is an event that you create to make yourself known or to improve your notoriety, and therefore only for professional purposes, you must surround yourself with as many people as possible to publicize your event.
You will need to invite Journalists, bloggers, influential people in your field, etc.
When influential people are present, they bring added value to your event and attract more people.
In addition, your guests may then relate key moments of your event for example and so make talk about you.
They often have a strong community that follows them on social networks or is interested in their articles.
This is a good way to boost your digital communication.
However, to expect a positive response, consider contacting them in a personalized way to establish a close relationship, and remember not to include them in your email sequence.
# 6: Have a social media room or a team that manages the social media
In order to locate all of your communication on social networks at the same place during your event, it is important that you have a social media room on site.
A social media room is a room equipped to realize a social media marketing in real time during an event.
This social media room allows you to gather social media specialists in the same place to take care of communication on the social networks of the current event (if it is a significant event of course ).
The goal is to be able to share content and react in real time on social networks to publicize the event as much as possible.
If you have not planned a social media room at your event, or if you are a small company and you plan to organize an event with a limited number of guests, consider having a dedicated team (even if it is only 2 people) to report live the highlights of your event.
Indeed, today, posting 2-3 photos on Twitter or Facebook on the day of the event is not enough.
It is therefore important to think about setting up a media strategy with the broadcast of live videos, Live-Tweet, interviews with speakers or invited guests, links to the sites of these speakers, …
The presence of at least one community manager is therefore essential to carry out this work.
If you set up a social media room for a major event, you will need at least:
– a social media manager
– a social room manager
– community managers
– an artistic director
– a graphic designer
– an analyst
At the end of your event, all the data collected by the social media room, and which will not have been used on D-Day on social networks, will allow to have in advance content about the event, for publications the day after the event for example, or to make an email later.
Also think that your social media room will have to be quite graphic since you will realize maybe interviews inside, videos, …
It will be necessary to dress it with the colors of the event, with kakemonos, posters for example.
Do not overload the room as long as the space needs to be clear enough to install tables, equipment, and to prevent speakers from being too cramped during a video interview.
# 7: Live Videos
Today, the place of video in your marketing strategies must be paramount.
And during an event, streaming live video is even more important!
Many social networks like Facebook, Periscope or Instagram allow you to make Live videos, directly from a mobile.
Video is the most powerful tool for communicating on the Internet and especially on Facebook, where videos have a much larger reach than conventional publications.
The video will appear on the wall of your Page and in the feed of your fans.
They will then be able to like (or react), comment on the live video and share it.
A key advantage to these videos is obviously the quality as well as the sound that the image. So why not enjoy it ?
On Facebook, you can even program a Live.
When you’re planning a live video, Facebook will automatically create an ad post for you to post to your fan’s news feed with the date your Live airs.
Your fans will then be able to accept or not receive a notification to remind them of your Live, shortly before the start of the video broadcast.
In addition to programming a Live, Facebook offers a kind of “waiting room” to your fans who want to follow your Live, and bring them together in a “chat room” before the start of the Live.
Your fans will be able to chat with each other while waiting for the launch of the video.
A good way to create a buzz for a video and to dramatically increase your audience for your Live.
To make your videos live you can also use video platforms like YouTube or Dailymotion, which also represent a sizeable audience.
Finally, you can take advantage of the Stories format to stream your videos or photos live.
The photos or videos broadcast during the event may be accompanied by filters, masks, sets, and last only 24 hours before disappearing.
This convenient format for sharing the mood of your event is now available on Snapchat, Facebook, Instagram and Messenger.
# 8: live tweet
The live tweet allows you to comment on a real-time event on Twitter and thus inform people who could not come.
They will be able to have the information live and will be able to comment and ask questions live, as if they were still present.
For your Live tweet to be effective, it is important to first set up a hashtag.
In this way you will have more visibility on the effects on this social network, and the net surfers will be able to follow threads of discussions more easily.
Choose a simple hashtag to remember and easy to use.
If the hashtag has 10 words behind it, you can be sure that people are not going to bother to quote it.
Once you’ve found it, check that it does not already exist to avoid confusion when users want to tweet.
Then, remember to communicate it so that the Day-D your guests already know it.
To prevent your Live Tweet ads from going unnoticed among the Twitter feeds too important, do not hesitate the D-Day to post your ad several times, with a countdown for example to attract as many people as possible.
Also prepare in advance some visuals for your Live Tweet on D-Day.
A Live Video Tweet will always attract the eye.
In this way during the event you will not be short of visual or information to tweet.
After the Event
# 9: Post a summary video of your event and a review
At an event there is always a lot going on, and your guests can not always be in the right place at the right time.
It may be that some highlights of your event are not seen by all.
It is therefore good to remind all guests of these moments via a video summary.
In addition, people who could not be present at your event may be interested in knowing the key moments, or curious to know the behind the scenes of the event.
A way that might entice them to not miss your next event if your video is well done.
This video will also allow you to animate your social networks downstream and to close your event in style.
It can also be beneficial to write a report, such as a blog post or PowerPoint, to return in more detail on some points.
# 10: Measure the results
To find out if your communication around this event worked well, you need to observe the benefits, both quantitative and qualitative.
It will therefore be necessary to look for media coverage and all published articles related to your event.
It will be necessary to measure if there has been an increase or not of the traffic on your website generated by social networks and in particular the publications published about the event.
It will also measure the participation of your community: Comments, likes, retweets, shares, …
For Twitter, for example, you’ll need to look at the number of shares, tweets, retweets, #Hashtag usage, impressions, multiple accounts, and more.
Find out if influential people have talked about your event on social media or by posting an article for example.
Finally, you can calculate if you had a strong increase in the number of fans / followers on your different accounts during the period affecting your event.
Your visibility and the commitment of your community are important points to increase your notoriety.
# 11: Nurture the relationship established through this event
Whether it’s an internal event or an external event, the relationship you’ve established around this event is important for the future.
In the first case, your employees will feel more valued and invest more in their work and in your company.
In the second case, your audience could turn into a real customer or partner, and could therefore bring a lot for the sustainability of your business.
We must not neglect this point! 2-3 Days after the event, it is important that you thank your guests for attending on D-Day.
For this you can of course send a thank you email, but you can also do it via social networks that you have used around your event.
You can also take the opportunity to send a satisfaction form to find out what has pleased or not during your events, and to improve for the next.
Remember to always share content on the Pages of your different social networks, without necessarily having a relationship with your past event, but rather with your Company so that your audience continues to be interested.
However, remember to recover all the photos and videos made during the event by the professionals or by the participants directly, to then make an album on your Facebook Page or in Instagram for example, that all the guests will be able to consult as they see fit.
In addition, participants may have questions about certain points raised during the event, want to retrieve the contacts of some people present that day, or wish to write to you to get feedback on their impressions.
Making your event live on social media is therefore very important and allows you to bridge the gap between “real life” and “virtual life”.
The relationship you have with your community will then be automatically humanized with real-time information and interactive methods upstream, during and after the event.
It’s your turn !